For Marketers

Programmatic Targeting Tactics: IP Targeting

There are many targeting tactics available for advertisers to take advantage of in programmatic advertising. However, which are right for you? IP Targeting is an additional strategy to pursue when testing the various targeting tactics in programmatic advertising. IP Address targeting enables you to reach your audience by location, industry and company within your digital advertising campaigns. Also, IP Address targeting allows for you to exclude audiences if you wanted to exclude internal teams from your campaigns

What is an IP Address?

An IP address is a unique number that is assigned to every device that connects to the internet. An IP address can identify where a computer is being used, which further provides insight into where a consumer is located when searching the net.

IP targeting is a method of marketing in which the geolocation of a website visitor is determined through their IP address. Content is then specifically tailored towards that user’s location and delivered to the visitor based on country, region, state, city, zip code, organization, IP address or internet service provider.

IP address targeting provides advertisers with the location-specific tools for their programmatic digital advertising campaigns. By matching a customer’s IP address with their physical address, the Choozle platform allows advertisers to targeted digital display and video ads to individuals based on their location. Without having to use cookies, this type of targeting is beneficial for advertisers because it incorporates offline data (i.e. customer databases, modeled data, and direct mail data).

Delivering highly relevant content to consumers based on geolocation or specified keyword searches increases the likelihood for high conversion rates. It is important to test both IP targeting and search retargeting tactics to see which strategies work best, based on the region or term you are trying to target. Both strategies not only allow advertisers the ability to understand their audience better but allows them to reach consumers across multiple channels with content that will drive engagement.

What is the process?

If you already have the IP addresses, you will navigate to “Libraries” to upload your lists. IP targeting list can be used to target a pre-defined set of customers. You will need to have IPs only in the form of IPv4 addresses such as “255.255.255.255”. We can only target IP ranges, not just a single IP address. The minimum IP address must be less than and different than the maximum IP address.

If you need the IP addresses sourced, you will need to provide the names, websites, and physical addresses of the companies for which you wish to target within a Support Center ticket. Choozle will then be able to query the IP Address ranges to use within a campaign.

Once the list is sourced or uploaded, it will appear as an IP Range under the Data Groups section of the “Audience” tab. You will then have the ability to add the segment to the Audience Builder for targeting. Each account has a limit of 10,000 IP Address ranges.

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Founded in 2012 and based in Denver, Colorado, Choozle provides a programmatic platform that leverages detailed consumer data to power real-time advertising campaigns across display, video, mobile & social mediums—all from a single, simple interface.